The Merchant is a character in The Legend of Zelda. He is the owner of all Item Shops found across Hyrule. He has four different types of shops, three of which can be found in multiple locations across Hyrule. Inside these three types, he tells Link "BUY SOMETHIN' WILL YA". A fourth secret shop offers is the only one that sells the very expensive Blue Ring for 250 Rupees. Oddly enough, even the Merchant acknowledges how expensive this shop is.
Merchant Million Publications Strategy Guide artwork from The Legend of Zelda